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SMEs can't just "sit back" when it comes to social media

For small and medium-sized enterprises (SMEs) looking to grow their customer base and strengthen their brand, using social media sites is one of the best ways to do this.

Not only are platforms such as Facebook, Twitter and LinkedIn free to use, but they provide SMEs with a way to communicate directly with the people they are trying to get to spend money on their product or service.

However, a survey by domain name company 123-reg has shown that too many businesses are failing to see just how powerful social media sites are for business growth.

The company surveyed 1,000 members of the general public to find out how they find out about products and services. Results showed that social media is gaining ground – 16 per cent of people are drawn to news posted or shared on social media sites and find out information in this way.

A further 11 per cent use these platforms to keep track of offers and promotions and six per cent help spread the word by sharing content and posting their own opinion on whatever they read.

There is no doubt, therefore, that social media is changing the ways in which we communicate with each other, but the transformation of consumer-business relations must be taken advantage of more, according to Thomas Vollrath – the chief executive officer of 123-reg’s parent company Host Europe.

However, it’s not as simple as just joining up to these sites.

“Businesses entering into the social arena need to realise that they can’t just sit back and expect followers to come to them. While more established, well-known brands have enough gravitational pull to accrue followers, even they cannot rest on their laurels and expect them to stay there,” Mr Vollrath explains.

Instead, every business needs to make the effort to create eye-catching content which is fresh, engaging and informative. Updating your website and social media platforms regularly will also encourage people to return time and again.

But SMEs have to make the effort, else they will not be able to benefit from the rewards having a strong social media presence brings.